Tag Tactics

Follow these tips to help boost your videos to the top of the search results.

In 2019, nearly one million minutes of video will cross global IP networks each second, according to Cisco Visual Networking IndexTM: Forecast and Methodology, 2014–2019. As the number of videos being published online continues to grow at such rapid rates, it’s increasingly important to maximize discoverability through carefully curated metadata (title, tags, descriptions and other information that describes the video).

“Relevant, well-optimized content will always perform better,” says Giorgio Bentrovato, ‎director of content marketing at RCI. Bentrovato notes that videos that answer a traveler’s questions are particularly helpful and can improve search results. Here are a few more best practices to make your content more findable:

Create a standard set of tags. Having a regular group of tags can help make tagging quicker and more consistent. Bentrovato recommends listing tags in order of relevance, since YouTube imposes a 270-character limit, and having tags that range from general to specific.

Take advantage of all available data fields. There’s more to metadata than title, tags and description. “Adding a transcript and sitemap helps provide information that search engines need to index the video,” Bentrovato says. “Be sure to include important metadata about the video and other information, such as use restrictions and expiration dates.”

Build rich snippets. These HTML page markups can enhance a search result. “Rich snippets allow users to receive information about a search query before they click on the results,” Bentrovato says. Google has a structured data-testing tool you can use while developing this content.

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